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This paper reviews and synthesizes cognitive learning theory literature with potential applications to e-customization research and practice and highlights parallel work in online and offline marketing as well as information technology. A framework that provides a comparison of various learning theories with potential applications to e-customization is presented. Major theories suggest heterogeneity among individuals with regards to cognitive learning styles and strategies. Findings also propose a positive effect of the congruency between consumer learning styles (strategies) and online message format (content) on communication efficiency, recall, attitude, and decision making. A synthesis review with potential research and managerial applications is furnished.